運動賽會與贊助商契合度之效益研究

A Study of Sponsor-event Fit and Sponsorship Benefit for the Sport Event

馬治綱(Jhih-Gang Ma)；董益吾(I-Wu Tung)；鄧碧珍(Pi-Cheng Teng)

運動行銷 ； 贊助 ； 品牌形象 ； Sport marketing ； Sponsorship ； Brand image

休憩管理研究

2卷2期（2015 / 09 / 01）

25 - 41

繁體中文

本研究主要目的在於從認知的角度，藉由契合的概念，來探討贊助商不同契合程度之贊助活動，所影響品牌態度及贊助效益上的相關情況，並以參與adidas冬季聯賽之現場觀眾與選手為研究對象，並透過問卷調查參與者人口統計變項、贊助商－賽會契合度、態度以及贊助效益等變項之關聯性，共收集275份有效問卷，並以描述性統計與皮爾森積差相關進行資料處理與分析。本研究結果顯示：(1)adidas冬季聯賽以男性、20歲以下、平均月收入在10,000元以下的高中／職學生居多。(2)贊助商－賽會契合度、態度以及贊助效益具有顯著相關。本研究建議贊助商應強調與賽會之間的契合度，來改善參與者對贊助商的態度，以達到贊助效益。

The purpose of this thesis was that from a cognitive perspective, with the concept of fit, to explore the relation of sponsor-event fit. The participants were 275 adidas winter league players and spectators. Based on the descriptive statistical analysis, and Pearson correlation analysis, the following conclusions were found: the main participants of adidas winter league were aged 20 or less High school / technical school students, with an average monthly income of less than NT$ 10,000. Also, there were correlated relationship among the sponsor-event fit, attitude toward sponsoring brand, and sponsorship effect. This study suggests that sponsors should emphasize the fit between the event by surrounding activities to complement or enhance awareness of the fit.

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